Brand Development: People-As-The-Difference Organizations

Our clients come in many shapes and sizes, from just about every category of business. B2C. B2B. And every hybrid in between. Since 1999, Cohesion has helped position and manage more than 100 brands across the country and throughout the world. But in a recent study of our work, we came across an interesting area […]

Our clients come in many shapes and sizes, from just about every category of business. B2C. B2B. And every hybrid in between. Since 1999, Cohesion has helped position and manage more than 100 brands across the country and throughout the world.

But in a recent study of our work, we came across an interesting area of focus. From work in categories as diverse as healthcare, financial services and construction, we have developed a unique expertise in helping ‘people-first’ organizations position, develop and manage corporate brands.

What are ‘people-as-the difference’ organizations, you ask? Well, to our way of thinking, these are the organizations that can’t quickly point to a widget they make, or sell. Those organizations that sell the services and results of their people, first. Think hospitals. Banks. Insurance companies. Architectural firms. And more. Where the inventory of the company goes down the elevator every night.

Why are these organizations different? Well, for one, these types of companies often are the first to question their difference versus their competitors. And rightly so. Because on surface they often look the same. Same cubicles. Same signage. Same kinds of services and pricing. Sure, small tweaks to these ‘surface points’ can create marketing value, but the real struggle comes when these organizations search for a truly unique brand difference.

Which is why for the past 15+ years, Cohesion has utilized a brand architecture system and approach that leverages brand differentiation for people-first organizations. And people-first brands. An approach that works to create understanding and differentiation: first internally, and then externally.

Does your people-first organization need to strengthen or rebuild its corporate brand? If so, perhaps Cohesion’s approach can be of value to you?